The paper addresses the impact of a product line approach to the reliability of embedded systems. After discussing the risks, we identify two measures which are desirable for a reliability-oriented application of the product line technology: First, an evaluation method which makes it possible to predict the reliability of design alternatives during the architecting phase and, second, analysis and design guidelines for a systematic analysis and architectural realization of domain-specific reliability requirements. For both of these issues, a methodical solution is proposed and discussed.